Twitter Analytics expected to be massive boost to brands

The introduction of analytics to Twitter brand pages will enable brands to optimize their campaigns more effectively and is likely to result in more investment in the platform according to integrated public relations and social media agency Punch Communications.

Erica Anderson, Twitter's manager for news and journalism, indicated in comments from her visit to Columbia University's social media weekend on Jan. 28, that Twitter is set to unveil a number of new tools for brand pages in the next few months, which will allow brands to more accurately monitor the reach and effect of each tweet published.

Punch has indicated that the data will have added weight given that it is coming from a primary source, rather than a third party application.

Pete Goold, managing director of online Punch, said, "The data that seems set to become available in the coming months will add immense value to the Twitter platform, which already facilitates one to one interactions between brands and their audiences on an awareness and customer services level.

"Whilst there are numerous analytics tools available which can look into Twitter in depth, having an analytics platform embedded within the network itself is likely to improve the quality of future campaigns as a whole, meaning that brands must make the most of analytics data and employ the expertise of individuals and agencies who understand what it all means.

"This development may also be part of Twitter's strategy to try and persuade more brands to invest in the platform from a marketing perspective, since the pool of information and insights which could be available through Twitter is astronomical. With this added revenue, we'd certainly hope that Twitter will continue to invest in providing deeper analytical data in the future."